Nissan Motor (GB) Ltd is rolling out its first ever CRM-led launch campaign for the new Micra. Digital and direct agency, Tullo Marshall Warren (TMW), has developed the campaign based on the theme ‘In Sync with the City’.
The campaign encompasses DM and digital, complemented by events, regional press and media partnerships. The car launches this month.
Before developing the campaign, TMW conducted research to provide further understanding of the slightly older, traditionally-minded Micra customer. This identified a driver more focused on the freedom owning a car brings than the pleasure of driving, who appreciates the benefits of the Micra’s thoughtful technology, and develops a close relationship with their car.
The research led TMW to develop a CRM campaign throughout 2010 to engage existing customers, re-engage ex-customers and generate new prospects. CRM was also used to invite customers and prospects to a series of local events which were held at shopping centres and garden centres around the country.
To encourage customers to engage with the brand, the events were backed by celebrity gardener Diarmuid Gavin. The suite of communications culminated in a mailing and email to drive pre-launch orders. To convert the interest generated through the pre-launch period, TMW is targeting 250,000 existing customers, ex-customers and hot prospects for the launch. This is led by a highly personalised mailing that reflects the close relationship Nissan Micra customers have with their cars, and demonstrates the way in which the Micra’s thoughtful technology helps in everyday situations.
To further support the campaign, media partnerships have been arranged with BBC magazines, The Telegraph, The Daily Mail, and Classic FM to run prior to and after the launch, encouraging people to register their interest in Micra. This activity will be followed up with DM, email and dealer events during launch week.
Yasmin Al Jeboury, Nissan CRM Project Manager, says: “We're delighted to have exceeded our order target by over 50%. This was largely achieved before the cars even reached the showrooms, making it even more satisfying. The insight gained from the research enabled us to reject launch conventions, such as starting out with an above-the-line campaign, to develop an integrated programme based on a highly targeted CRM foundation.”
David Napier, Senior Account Director at TMW, adds: “It's not often CRM takes the lead in a car launch, from the strategic and data planning work all the way through to the eventual creative executions. The strong results reflect the great work put in by the TMW and Nissan Micra launch team, so this has been an exciting project for us.”
About TMW TMW, founded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, is one of the largest digital and direct marketing agencies within the UK and Europe. It offers clients a full range of services from strategy and planning through to creation, implementation, measurement and evaluation. With specialised departments including insighttmw (database management and analytics), publishingtmw (customer magazines and online content), activationtmw (experiential, retail and promotional marketing), tmwdigitalhealth (healthcare marketing) and Planning & Intelligence, it is able to offer sophisticated solutions to clients’ marketing communications needs.
The agency works with some of the most respected brands in the UK and globally, including Nissan Europe, Unilever, T-Mobile, Diageo, RAF and Dubai Holdings. In 2006, TMW joined Creston plc, the FTSE-listed insight and communications group, comprised of eleven agencies, which have been grouped into three divisions: Insight, Communications and Health. The Communications division is led by Chris Warren, CEO of TMW, and also includes EMO, The Real Adventure and Nelson Bostock Communications. For more information visit www.tmw.co.uk and www.creston.com
Media contacts: Lorna Webley at Loudmouth PR. Tel: 01494 472226 Susan Perolls at Loudmouth PR. Tel: 0207 981 9858
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